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Visual Arts Audiences 2011

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What Good Marketing in the Visual Arts Looks Like What I’ll be focusing on today… •Some Do’s and Don’ts of online marketing •Some Do’s and Donts of visual arts engagement •Potential for new engagement using new media Aoife Flynn www.asquared.ie

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Key Key Online Marketing Rules Marketing Rules• Know your audience •Have a Plan – set targets, review demographics progress, Track your appearances• Understand your audience online motivations •Converse – online engagement is• Be targeted in your approach two way to that audience •Customise - allow your visitors to• One size does not fit all personalise their interaction withThe holy grail of marketing is to be you able to make your visitor feel like •“Be where your audience you are talking directly to them – expects to find you” one to one. Aoife Flynn www.asquared.ie

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3. Personalised Content People want to customise their experience online, and their experience of your organisation. Find ways to let them do this • User Photographs • Commentability • User Recommendations • Personal Stories • Check-ins If you do this successfully your visitor will become your best marketeer, and they work for free! Aoife Flynn www.asquared.ie

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4. “Be where your audience expects to find you” Dr. Ross Parry, Museums and New Media at the University of Leicester• Not everywhere at once – Be strategic in your approach• Know your audience – Check your main web traffic for referral links – Ask them! SurveyMonkey, PollDaddy• Assess your resources – Marketing not just the job of the Marketing Dept. or interns!• Select appropriate platforms – Know the rules of engagement for each – To tweet or not to tweet? 188,000 active irish tweeters (via barryhand.ie) Aoife Flynn www.asquared.ie